Product highlight [product_highlight]

Use the product highlight [product_highlight] attribute to provide short bulleted lists of the most relevant highlights of your products. The highlights you submit should provide shoppers with easily consumable, quick-to-scan sentence fragments that answer the most common consumer questions or that focus on the most important attributes of the product.
An example ad showing where you might see the title in an ad

When to use

Optional for all products.


Follow these formatting guidelines to make sure Google understands the data you're submitting.

For details on when and how to submit values in English, learn more about submitting your product data.

Type String (Unicode characters. Recommended: ASCII only)
Limit 1 - 150 characters (per highlight)
Repeated field Yes. Recommended 4-6, Minimum 2, Maximum of 100
File format Example entry
Text feeds "Supports thousands of apps, including Netflix, YouTube, HBO Now, Spotify, Showtime, Pandora, Google Play Movies","1080p maximum display resolution","Supports both 2.4 Ghz and 5 Ghz Wi-Fi networks","Supports iOS, Mac OS, Windows, Chrome OS and Android devices"
XML feeds <g:product_highlight>Supports thousands of apps, including Netflix, YouTube, HBO Now, Spotify, Showtime, Pandora, Google Play Movies</g:product_highlight>
<g:product_highlight>1080p maximum display resolution</g:product_highlight>
<g:product_highlight>Supports both 2.4 Ghz and 5 Ghz Wi-Fi networks</g:product_highlight>
<g:product_highlight>Supports iOS, Mac OS, Windows, Chrome OS and Android devices</g:product_highlight>
To format your data for Content API, see the Content API for Shopping.


Follow these guidelines to make sure you submit high-quality data for your products.

Minimum requirements

These are the requirements you'll need to meet to show your product on Google. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page of your Manufacturer Center account.

  • Each product must have at least 2 and at most 100 product highlights. Google recommends 4-6 product highlights for each of your products.
  • Multiple product highlight [product_highlight] values for a single item should be separated by commas.
    • If any of the sub-attributes contains a comma or a colon, you must enclose that sub-attribute in straight double quotes; any straight double quotes within that sub-attribute must be doubled.
  • Describe only the product itself. Don't describe other aspects like details about compatible products, accessories, other similar products available. Don't provide your business’s history or policies.
  • Use professional and grammatically correct language. Correct grammar is easier to understand and gives you a more professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as all caps, symbols, and promotional text. Learn more about the editorial & professional requirements
  • Don’t use words from foreign languages, unless they’re well understood such as a product with a foreign name or title.
    • For example, “sushi” is a word well understood outside of Japan.
    • Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents, like “Les Clés" are allowed.
    • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy ads. For example: (ಠ_ಠ)
  • Don’t include comparisons or details about other products. For example, don't mention things like "even better than X." Let customers research other products on their own.
  • Don’t include references to categorization systems. For example, don’t include "Toys & Games > Toys > Dolls, Playsets & Toy Figures > Dolls." Include this information using the product type [product_type] attribute.
  • Don’t include links to your store or other websites. Include only a link to your product's landing page with the product page URL [product_page_url attribute.
  • Don’t use capital letters for emphasis. Capitalized text is common in spam and untrustworthy ads. You should still use capitalization when it’s appropriate, including for abbreviations, phone numbers, countries, and currency. For example, "ADHD", "UNICEF", "1-555-CALL-NOW", "UK", and "USD".
  • Don’t include promotional text. Don’t add information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as sale price or shipping.
  • Don't list keywords or search terms. Only list relevant details and specifications of the product.

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

  • Don't duplicate data within the attribute.
  • Don't use search engine optimization (SEO) keywords.
  • Check for errors in grammar, spelling, or capitalization.

Was this helpful?

How can we improve it?

Need more help?

Try these next steps:

Clear search
Close search
Google apps
Main menu
Search Help Center